Mumbai: Sunfeast Dark Fantasy, the premium cookie brand from ITC Limited, has taken its ‘1 Million Fantasies’ campaign to the streets with a first-of-its-kind out-of-home (OOH) activation, transforming a traditional billboard into a live party experience.
The spectacle-led activation drew large crowds as the installation reimagined the conventional hoarding format, turning it into an immersive entertainment moment. Thousands of onlookers gathered to witness the transformation, blurring the lines between static outdoor media and live engagement.
At the heart of the activation was a massive Dark Fantasy hoarding that suddenly came alive with a video reveal featuring Shah Rukh Khan, announcing that he is set to fulfil the fantasies of millions. Within moments, the space evolved into an impromptu celebration, complete with music, confetti bursts, and an energized crowd capturing and sharing the experience.
As part of the campaign, the brand announced that 40 lucky consumers will get the opportunity to fulfil their fantasy of “Party with SRK.” This unique concept was brought to life through an immersive setup, offering fans a rare chance to be part of a live party hosted on a billboard itself—marking a new benchmark in experiential outdoor advertising.
Speaking about the activation, Suraj Kathuria, VP and Head of Marketing – Biscuits, Foods Division, ITC Ltd, said, “Outdoor media is typically designed to be viewed from a distance. With this activation, we wanted to push the boundaries of what a hoarding can do by turning it into an experience people could actually step into and celebrate on. The ‘Party with SRK’ moment was designed as a sneak peek into the larger experiences that the campaign is building towards.”
Conceptualised as an extension of Sunfeast Dark Fantasy’s ongoing ‘1 Million Fantasies’ campaign, the activation builds momentum towards a larger consumer engagement platform, culminating in a once-in-a-lifetime opportunity for fans to celebrate and party with Shah Rukh Khan.
With this innovative execution, Sunfeast Dark Fantasy reinforces its positioning around indulgence and imagination, while showcasing how brands can creatively reimagine traditional media formats to deliver high-impact, memorable experiences.
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